- What a DataLayer actually is (and isn't)
- Implementing one across a mix of ecommerce and lead-gen sites
- The pitfalls that quietly wreck your data
Marketing Technology · Vancouver, BC
John Paulino
View selected work About me10+Years in Web Analytics
30+Brands Supported
2×MeasureSummit Speaker
I build the measurement that marketing teams rely on, from the data layer and tags to the dashboards and the story behind the numbers.
Selected Work
Case studies
Experience
Who I've Worked With
Brands
Agencies
In-House
My Expertise
Raw data in. Clear decisions out.
My best contributions have been in managing and monitoring the metrics that matter most to the clients I serve.
Analytics & Tagging
Pipelines & Workflow
- Measurement planningSite launches, section experiences, campaign landing pages
- Tag implementation & dataLayerGTM, server-side GTM, Adobe Tags and multi-site dataLayer specs
- Consent & privacyConsent Mode v2 and CMP integration
- Ad platform conversion trackingGoogle Ads, Meta, TikTok, DV360 and Floodlight
- Data pipelines & CDP integrationBigQuery, Fivetran and Segment
- Dashboards & reportingRecurring, campaign and ad-hoc reporting across web, email and social
- Testing & statistical analysisA/B testing, regression and forecasting
- Debugging, QA & documentationLaunch QA, data validation and specs teams can actually follow
Speaking
Conference Presentations
Two-time speaker at MeasureSummit, the free virtual conference devoted to web and marketing analytics.
- Turning dashboards into stories people actually act on
- Connecting insights directly to business outcomes
- Building trust and buy-in with stakeholders through narrative
About
Hi, I'm John.
I make raw data make sense. For over 10 years, on both the agency and in-house side, I've built the measurement that marketing teams rely on to make decisions.
Today I'm based in Vancouver, focused on GA4, GTM and privacy-first tracking for consumer brands.
Consulting
How I can help
Measurement strategy & audits
Know what to track and whether you can trust it.
- Measurement plans & KPI frameworks
- Tracking audits & QA
- Attribution & tracking code setup
Implementation
Clean, scalable tracking that survives the next redesign.
- GA4, GTM, server-side & Adobe Tags
- DataLayer specs & ecommerce events
- Consent Mode & CMP integration
Reporting & insights
Dashboards and analysis people actually use.
- Dashboards & automated reporting
- Campaign & ad-hoc analysis
- Testing & statistical analysis
How I work: start to finish, one owner
Most analytics breaks down in the handoffs. I cover the whole chain, so what gets planned is what gets tracked, and what gets tracked is what gets reported.
PlanMeasurement plan built around business goals and KPIs
ImplementTags, tracking codes and dataLayer in GTM or Adobe Tags
QADebugging every launch so the numbers can be trusted
VisualizeDashboards in Data Studio, Adobe Workspace or Tableau
PresentInsights and recommendations delivered to stakeholders
Blog
Blog Posts
Short takes on GA4, GTM, privacy, dashboards and the analytics career.
Open to select projects.
I help with measurement strategy, GA4/GTM implementation and reporting. Have a project in mind, or just want to talk analytics? Send a note.
Prefer email? inquiries@johnpaulino.com